Callcredit Blog

Tackling the data dilemma – top tips for businesses: Blog 1/5 – Aim for better, not more

Consumer Marketing Data

There’s no doubt about it; data analysis is the lifeblood of modern marketing. Combine the fact, 90% of all data in the world today has been created in the last two years, with the challenge of organising it, understanding it, and then translating it into valuable insights – and it is easy to see that harnessing this information is no small feat.

In the first of a series of blogs aimed at helping you better use data to hit your objectives and improve ROI, I discuss our findings of over 150 senior marketing professionals across the UK, and how, based on these insights, you can tackle the ‘data dilemma’ you face.

Rather than empowered by the data available to them, 71% of marketers feel overpowered. One overriding observation here is that marketers are using an extraordinarily high amount of data sources to inform their marketing decisions. From transactional and internal data to behavioural and socio-economic data, the list is endless.

If you have the right infrastructure in place to cope with this volume, then this is absolutely the right approach. But those drowning in the volume should be careful not to bite off more than they can chew. Start small and aim big.

Here are three key areas to consider when nurturing your database;


Download The Marketer’s Essential Guide to Using Data free today for some quick wins on how to stay ahead of the game in data-driven marketing.

Author: Steve McNicholas, Managing Director, Credit and Marketing Data

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